Ernst and Young Social Media

How EY Uses Social Media for Employer Branding

WRITTEN BY: Link Humans

We're sure you've heard of EY, information technology is, of grade, one of the largest professional service firms in the world, headquartered out of London, previously known as Ernst & Young (or Due east&Y). EY is i of the "Big Four" accounting firms, forth with Deloitte, KPMG, and PwC.

What you may not know is that they are very good at recruiting talent via social media and in particular Facebook. We have decided to take a look at what makes their social recruiting strategy special and to see what nosotros can larn forth the mode. Let's start with the biggest network of them all, Facebook.

Career website:

The EY career website is welcoming and well-designed to help people notice exactly what they're looking for. Instead of having a career page talking merely about the company, several categories are clearly available, giving EY the opportunity to communicate in the about personalized fashion depending on who they are targeting.

Whether you're a student/recent graduate, an experienced worker or an executive, EY chooses to talk to you lot directly in order to respond your specific questions/needs. This strategy gives a lot of clarity and besides shows the diversity of the visitor in terms of employees.

Before going into social media, one of the almost important things is to define how y'all will choose to communicate and and so get in coherent everywhere. One company, one message. That's what EY did past post-obit the clear targeting of its career page.

We also noticed that EY take a site which is solely virtually job search (aptly titled EY.Jobs), nada well-nigh what information technology'due south like to work for the company just a listing and search facility for open positions. This will come in handy in one case a candidate has decided to move forward and apply for a chore with EY.

Facebook:

Ernst & Immature is mainly focusing on Facebook to reach students and graduates; information technology's the best place to target the young professional person demographic. The Facebook Career page was created as early on equally 2006. Its strategy was immediately oriented towards students and graduates, the goal was to build a human relationship early with them, to go them to learn more about the company and its career opportunities. The Uk page currently has 36k "likes" and is growing by the twenty-four hour period.

People can directly engage on the Facebook wall with the EY team, discovering the company's values in a fun way through photos and videos at the same time.

Here over again, the strategy is to answer every target'south question. Each tab gives more than information about EY, whether y'all're experienced or a pupil. For case, under the student tab, Q&As are available to answer every question a student/graduate may have, along with tests and videos. Through a direct arroyo, the company puts a face to their unique job experience, explaining more about the "Intern Experience" for instance.

The page is a real open window of how it feels like to work at EY and therefore what the company is looking for in their candidates. It's both near alluring potential recruits and making certain the right people apply. Ideally, the best people in the marketplace will take a look here and recognizing themselves in the company spirit.

To keep things fresh, the page runs campaigns such every bit the EY Global Quiz, where potential candidates can find out how well they are suited to work in a global company. Here's how it looked like on the UK Careers page:

This is a great example of how to attract students and get them interested in the company, its activity, and its job opportunities.

Twitter:

On Twitter as well, Ernst & Young'due south goal is to be relevant to its audition. Several accounts have therefore been set up depending on what content is shared. General news is shared on the @EYnews Twitter account. People who are following  @EY_CareersUS, or @EY_CareersUK tin stay connected to career opportunities. Twitter is the perfect way to go people interested in seeing more of EY on Facebook, YouTube or their website and therefore drive more traffic to those other platforms.

If we look at the students/graduates strategy, other accounts are fix: @EY_StudentsUK, This is of class strictly for internships and graduate jobs.

This stardom is once more a unique and targeted style to reach the right audience. Finally, in the US, a campus hire is tweeting about is jobs at EY through another account, @EYStaff promoting the real daily job experience there.

Variety is just one of the things our people take in common. Find out how nosotros're building a #betterworkingworld https://t.co/lyOipg2Wkb flick.twitter.com/dgwnpeX6qx

— EY Careers United kingdom (@EY_CareersUK) Baronial iii, 2017

Conclusions:

• Target your audience to accomplish them effectively: clearly identify the profiles you lot are looking for.
• Don't be boring on social media: stay fresh and endeavour to go people involved in a creative mode (Facebook contests and quizzes are good examples).
• Be consistent in everything y'all do: from your career page to your Twitter account(due south), stay on message and keep the chat alive with anyone who might be interested in joining your company.

Hope you enjoyed and delight share your thoughts on this in the comment section below!

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• Tagged With:
• Case Written report
• Ernst & Young
• Professionals
• Recruit
• Social media

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